Deliver Effective Sales Coaching with Lessonly

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Sales Coaching 101

Sales managers use sales coaching to optimize the performance of their sales reps and account executives. Sales coaching enables every representative to contribute to the main goals of the overall sales team. The sales coaching process involves training and supporting each rep to contribute to the ability of the sales team to meet quotas. However, as with all things, not all forms of sales coaching is equal. Effective sales coaching is continuous, customized, reinforces or corrects behavior, and focuses on skills, not numbers. Continue reading to learn more about the characteristics of effective sales coaching, individual sales coaching, professional sales training, sales performance coaching, and how to coach sales people.


It is essential that sales coaching is continuous. As a sales manager, the improvement of the performance and skills of your sales team should be a constant focus. It’s a good idea to schedule a day and time every month or even every week to train your sales team. Continuous sales coaching is the best way to help your sales reps develop advanced skills that build upon each other.

Not only is continuous sales coaching important, but it is also vital that you take the time to help your team refresh previously accumulated skills and knowledge. At the end of the day, one can only perfect a skill through practice. Therefore, you should hold practice sessions for your sales reps on a regular basis. This will help them retain the skills and knowledge they’ve already accumulated. 


Effective sales coaching is also customized. While it’s a good idea to hold sales coaching sessions for the entire team, you should also take the time to hold individual training sessions for each rep. At the very least, you should schedule check-up meetings with each team member. During this check-up meeting, you can talk to each rep about their progress and areas where there is room for improvement. Customized sales coaching will help you improve the performance of the same team more quickly.

Each sales rep needs to develop their skills as much as possible to make sure the entire team is able to meet its quotas and goals. One-on-one meetings with each sales rep will enable you to prevent any one of them from becoming your sales team’s weakest link.

Reinforce or Correct Behavior

Effective sales coaching is also a great method to reinforce or correct behavior. Many sales managers make the mistake of simply telling their reps that they need to improve their performance. However, they don’t provide specific information about areas that need improvement and the areas that the rep exceeds. If you don’t provide your sales reps with specific feedback, it will be difficult for them to do the work necessary to improve their performance. Additionally, sales coaching is a great way to applaud great behavior. This helps boost rep confidence and increases the likelihood that they’ll continue to exhibit and share best practices and skills. 

Focuses on Skills Not Numbers

Finally, sales coaching should focus on skills, not numbers. As you know, there are many factors that contribute to whether your team is able to meet its sales quotas. While some of these factors are within the control of you and your sales reps, many of these factors are completely out of your hands. For example, during the holiday season, it may be easier for your sales team to meet its quota simply because demand for your products is higher.

Three months passed, and Ollie was thriving. He regularly hit his sales quota, helped create new team training, and actively participated in team meetings. On the contrary, Follie regularly arrived late to work, failed to meet major milestones, and rarely participated in meetings. Frustrated and bored, Follie moved on to another opportunity while Ollie flourished and grew at DBW and Co. for years to come.

Examples of Effective Sales Coaching

Now that you know what sales coaching is, your next task as a sales manager should be to identify situations where sales coaching may be beneficial for your sales team. In this section, we’ll discuss three examples of situations in which sales coaching is advantageous. Be sure to take advantage of sales coaching tools, best sales coaches practices, sales coaching training, sales coaching questions, and sales call coaching.

Prospect Call Demo

Chances are, one of the responsibilities of your sales reps is to speak with prospective clients about the product or service you offer. Consider reviewing a prospect demo call with a sales rep. You can pretend to be a prospective customer, and the sales representative will focus on explaining to you in detail how the product or service will fulfill their unique needs. The sales rep should also make an effort to address any issues and pain points that you, the pretend prospective customer, are experiencing. Alternatively, teams can also record a rep’s call with a prospective customer that their manager and rep can then review together afterward. 

Schedule Weekly Check-Ins

Next, you should take the time to schedule weekly meetings with your sales reps. During these weekly meetings, you can discuss quota goals and check on each reps progress with their objectives. Then, identify the areas where each sales rep needs to improve and plan coaching sessions.

Prospect Email Demo

Customers tend to communicate with sales reps by email as well. Therefore, you can also review a prospect email demo. Teams can run through practice scenarios where they pretend to be a prospective customer and engage in a conversation by email with the sales rep. Or, managers can review a real-life email conversation. The goals of the sales rep should be the same as with the prospect call demo. Afterward, you should give your sales rep suggestions about ways they can improve how they communicate with prospective customers through email.

Why Is Sales Coaching Important?

A common question that many sales managers have is, “why is sales coaching important?” Some benefits of sales coaching are discussed below. Read this section to learn about the benefits of sales training, sales coaching best practices, and sales coaching styles.

Sales Performance Coaching Improves Retention Rates

One reason that sales coaching is important is that it will improve retention rates. Sales coaching is a great way to improve employee morale and ensure that your sales reps remain satisfied and fulfilled working for your company.

Shares Best Practices Across the Team

Sales coaching can also help ensure that all of your sales representatives are on the same page. It’s a great way to share best practices or examples of something that worked really well for one rep with the rest of the team. 

Maximizes Sales Training

Another advantage of sales coaching is that it maximizes sales training. The purpose of sales training is to help your sales representatives develop new skills and advance in their careers.

Improves Performance

The main purpose of sales coaching is to improve the performance of your sales reps. Sales coaching will also give your reps a greater sense of confidence. While it is important to have relevant skills and knowledge, it’s also essential for your team members to have high confidence levels. A strong sense of confidence will ensure that your sales reps are able to capitalize on their skills.

Go-To Sales Coaching Techniques

There are a number of ways that a sales manager can deliver sales coaching. In this section, we will discuss some of the best techniques that sales managers should consider for effective sales coaching. Read on to learn about sales coaching methods, sales coaching techniques, and sales coaching styles.

Use Data

Using data is a great way to improve the effectiveness of your sales coaching. Analyzing data will help you track objectives and performance for the identification of gaps that require improvement and areas in which where sales representatives are already performing well.

Switch Up the Coaching Style

You should also take your time to switch up your coaching style every once in a while. In fact, you should consider using different coaching styles depending on the sales rep who you are coaching. After all, different people have different styles of learning. Each rep also has different needs in terms of areas where they need improvement. Therefore, you may want to identify the best coaching style for each teammate based on their learning preferences and skill set. 

Leverage Peer-to-Peer Coaching

Sales coaching doesn’t have to just come from a sales manager. In fact, you should consider leveraging peer-to-peer coaching. Chances are, your sales reps have different strengths and weaknesses. Therefore, every member of the team should have a skill or knowledge that they can impart to the rest of the team. Peer-to-peer coaching can lessen your burden when it comes to sales coaching and help achieve improved results for the team as a whole. Peer-to-peer coaching is also a great way to strengthen the relationships between your sales reps. Thanks to peer-to-peer coaching, our sales reps know that they can reach out to each other whenever they need help.

Do Better Work with Lessonly’s Sales Coaching Tools

Now that we’ve covered the basics of sales coaching and how it can help improve the performance of your sales team, we want the share how Lessonly helps sales managers coach their team. This section is about sales training topics, list of sales topics, list of sales training topics, sales training programs, and sales coaching templates.

5 Sales Coaching Topics to Consider

While there are plenty of sales coaching topics that any team can cover, here are five of our team’s favorite sales coaching topics. Check out our ebook, 75 Lessons for Every Sales Training Program, to get a complete sales coaching template for your team.

Delivering a Better Demo: A personalized demo is a great sales tool. Give reps different scenarios that empower them to test their knowledge and hone their demo skills.
Positioning Pricing: Pricing conversations can be difficult. Coach reps and give them a safe space to practice these discussions.
Understanding Social Styles: Prospects vary in personality, communication style, and approaches to decision making. Coach sales reps to adapt their approach for each style.
Handling Objections: Coach reps to properly handle and overcome common objections that your team may experience.
Creating Urgency: There’s a difference between being urgent and being pushy. Coach reps to create urgency and progress deals the right way.

Lessonly’s Sales Enablement Software

Sales teams across the globe also use Lessonly’s software to offer team training, deliver detailed feedback, and identify areas for improvement. Lessonly is a simple yet powerful training software that helps sales reps learn, practice, and Do Better Work. To learn more about our sales coaching tools and sales coaching software, click here.